You need a copywriter: fact.

​Organisations, both large and small rely on words to create the shop front to their businesses. Whether you know it or not, the words you use (or perhaps, don’t use) tell your audience more than you might believe. In fact, with most potential buyers meeting your brand or product online for the first time,  you could go as far as to say that your written content is the most influential weapon in your marketing arsenal.

Why do words matter?

Words are powerful. They’re used to unite people, pull them apart, to drive people to action; in essence, they’re what sets humankind apart from our other, less sophisticated relations. Furthermore, our unique methods of communication (our language, tone, sense of humour and so on) are what brings our personalities to life. But what does this mean in the corporate market?
A whole lot, actually.
The business world has been in a tough spot for some time. Older companies may remember the global recession of the early 2000s, and everyone will have been more recently challenged by the pandemic. While this economic landscape sadly forced the closure of many good businesses, those remaining have inherited a heavy load - intensified competition, price increases and escalated consumer expectations. In this new commercial world, where competition is fierce, how can organisations set themselves apart from the competition? Easy: words.
Your online presence – your website, social media accounts, blogs, brochures and more are what make you you. When you use the right words to powerfully communicate your company messaging, your brand personality shines through. It’s this that resonates with audiences and entices action. Because no matter how far down the business to business tunnel you find yourself, people are still buying from people.

But what does a copywriter do that I can’t do myself?

That’s a good question. Here are a few good answers:

• They’re professionals – Are you a professional writer? No, because you’re too busy running a company, right?  Your time is spent on planning, forecasting, managing the whole kit and caboodle, and while you know your product or service inside out, you probably lack the time and space to be able to do it justice with words. Added to which, the internet is littered with companies exhibiting grammatical and spelling fails which (in some cases give rise to hilarity) are potentially extremely damaging for your brand. Don’t become a laughing stock because you’re rushing content out of the door.

 

• Deliver online visibility – SEO, an industry term for the prominence of your brand online, is a crucial component of your success. Search engines are continually judging you based on a number of factors, including the quality of your content. Trusting a professional will ensure that you consistently rank better in terms of SEO, not to mention a more preferable option to battling through keywords, readability, and the rest of it, alone.

 

• Deliver consistency – Your brand personality, the thing that makes you you (to your audience), is almost entirely reliant on your content. Sure, your website design, the way you talk to your clients in person and your client reviews all help, but the way your consumer receives information…that’s your content, and it needs to be spot on. A professional copywriter will support you in nailing your unique tone, not to mention ensuring that it remains obvious and consistent throughout your written content.

 
At the end of the day, all businesses, no matter the industry, are selling something – whether a product or a service and are therefore reliant on a receptive audience to say, “yes”. The way you pitch your organisation, the consistency of your messaging, your online visibility and the personality you’re able to bring to your audience all have the power to make or break your brand. Hiring a professional dramatically increases your chances of your audience saying “yes” more often than them saying “no”.  

Here’s the best bit: we can do it all for you! From social posts to emails, brochures to blogs: Yellow Spider is the gift that just keeps on giving.

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​MEET THE AUTHOR: TANIA CUTRESS
Expert in writing great content and our resident copywriter. With years of experience in building teams, voices and brands from the ground up, Tania helps our clients find their uniquely powerful voices.